Google backs down and stops blocking third-party cookies in Chrome; See

After four years of testing and delays, Google backs down and will no longer stop third-party cookies in the Chrome browserThe announcement was made by the company this Monday (22).

According to the description of the brand decided after a series of experiments and feedback from industry playersGoogle has maintained contact with companies in the advertising sector, which will be directly affected by the measure, as well as the UK regulator Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO).

The company says the transition to browsing without so many trackers “important work by many participants“and that would have a huge impact”publishers, advertisers and anyone interested in online advertising“.

The company vowed to fight cookies instead “a new Chrome experience” It was carried out from “An updated approach that allows users to make choices.” In the application, the user will determine the navigation method at any time.

He promised among the alternatives Continue support for custom Sandbox APIs and presenting isolated resources IP Protection in Incognito Mode.

There is no deadline yet for the implementation of the initiative as testing and internal discussions are ongoing, the official note reads, “We are discussing this new path with regulators and will involve the industry as we roll it out.”

The fight against cookies lasted a long time

Google first reveals plans to stop in-browser user tracking still in 2020At the time, this approach was described as bold and promising for online privacy.

But the path was not easy: the two regulatory bodies cited by the company were mainly responsible for the delay without reaching an agreement on the release of the function. Last year, the initiative was postponed for the first time.

Limited implementation began in January of this year, but the company soon delayed the mass availability of the resource again. After months of no news, Google confirmed the withdrawal.

“We are grateful to all the organizations and individuals who have worked with us over the past four years to develop, test and adopt the Special Protected Area. (…) We look forward to continuing our collaboration with the ecosystem in the next phase of our journey towards a more private network”, he concludes.